B2B Marketing Blog

All 11 Marketing Attribution Models, Explained

A few months ago we put together an attribution flow chart to help marketers figure out which attribution model was the right fit for their situation. Based on questions like, “How many marketing channels do you use?” or “How long is your marketing cycle?,” the chart recommended appropriate models.

In this post, we’ll dive deeper into all 11 attribution models and explain the pros and cons of each.

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Topics: attribution models

Attribution Modeling: Is Multi-Touch For You? [Flowchart]

Once you’ve come to the realization that marketing should generate revenue and that you need marketing attribution to track that, the next question is, which attribution model should you use?

Obviously, it would be ideal to track the entire customer journey and be provided with insight into the mind of the buyer as to why they made the decisions they did at every inflection point. Unfortunately, for us humans, that is not yet possible.

The next best thing is attribution modeling -- tracking as much of the customer journey as possible, and then using a model to give weight to the touchpoints that we think were most important to converting the person into a customer.

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Topics: attribution models

Multi-touch Attribution Concepts and Models

In a previous post, I wrote about some research we explored in our newest guide, Multi-touch Attribution for Companies with Sales Teams. In this post, let’s look at a few common and advanced attribution models and concepts so you can make the most of the research and implement a b2b marketing attribution model in your organization. But first, why should you consider multi-touch revenue attribution? Simply, it can:

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Topics: multi-touch attribution, revenue attribution, attribution models, attribution concept, marketing attribution

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